How To Fix the "PUR-AuthenticationFailure" Error in Microsoft Store

Learn how to fix the PUR-AuthenticationFailure error in Microsoft Store so you can get back to downloading apps, games, and other content.

The PUR Authentication Failure error is a common issue faced by many Windows users when trying to download and install updates from the Microsoft Store. A lot of users have encountered this particular problem, showing the following message when it arises. Error code 0x8007426 could also appear next to this error notification:

"Sign in again
Then try again.

The error message typically states that the update failed to install due to an authentication error and that the user needs to check their internet connection. However, this error can occur even when the internet connection is stable, which can be frustrating for users trying to keep their systems up-to-date.

In this article, we will go through several methods you can use to fix this issue. Whether you are using Windows 11 or Windows 10, these steps will help you resolve the PUR-AuthenticationFailure error and get your computer up-to-date with the latest updates.


Table of Contents 

What Causes the "PUR-AuthenticationFailure" Error?

The PUR Authentication Failure error can occur due to several reasons, including:

  • Incorrect date and time settings on the system
  • Outdated or corrupted Windows Store components
  • Corrupted system files
  • Outdated or corrupted drivers
  • Antivirus software blocking access to the Microsoft Store

Fixing the "PUR-Authentication Failure" Error in Windows Store

Here are a few methods to fix the PUR-Authentication Failure error in Windows:

1. Check and Correct the System's Date and Time Settings

The first step in resolving the PUR-Authentication Failure error is to check and correct the system's date and time settings. Incorrect date and time settings can cause authentication issues when trying to access the Microsoft Store. To correct the date and time settings, follow these steps:

  1. Open the Settings app on your Windows device. You can do this by clicking on the Start menu and selecting the gear icon, or using the Windows + I keyboard shortcut.
  2. Click on "Time & language." In the right-hand menu, select "Date & time."
    Correct time and language
  3. Check the date and time and adjust them as needed. If the Time & date options are greyed out, toggle the Set time automatically option off.

2. Use the Windows Store Apps Troubleshooter

The Windows Store Apps troubleshooter can resolve common issues with the Microsoft Store and its components, including the PUR-Authentication Failure error. To use the Windows Store Apps troubleshooter, follow these steps:

  1. Open the Settings app on your Windows device. You can do this by clicking on the Start menu and selecting the gear icon, or using the Windows + I keyboard shortcut.
  2. Click on "System." In the right-hand menu, select "Troubleshoot."
  3. Click on "Other troubleshooters."
    Other troubleshooters
  4. Scroll down and click the Run button next to the  "Windows Store Apps" troubleshooter.
    Windows store apps
  5. The troubleshooter will begin scanning your system for any issues with Windows Store apps. Follow any on-screen instructions to resolve any issues found.
  6. Once the troubleshooter is finished, restart your device to ensure that any changes made take effect.

Note: The above steps should work for Windows 11, but the steps may vary slightly if you use an older version of Windows.

3. Reset the Microsoft Store and its Components

Resetting the Microsoft Store and its components can resolve the PUR-Authentication Failure error. To reset the Microsoft Store, follow these steps:

  1. Open the Windows Search bar and type in the word PowerShell. From the search results, highlight the Windows PowerShell application, and click Run as Administrator.
  2. When prompted by the User Account Control (UAC), click Yes to allow the app to launch with administrative permissions. If you're using a local account that doesn't have administrator permissions, click here to learn how to grant admin access.
  3. Copy and paste any of the following command, and then press Enter to execute it: WSReset.exe
    PowerShell > WSReset.exe
  4. Allow the command to run and reset your Microsoft Store components. After it’s finished, you may need to restart your computer for the changes to take effect.

4. Disable Proxy Settings

Your proxy settings may cause issues and errors in Microsoft Store. If this is the case, turn off your proxy settings to see if the "PUR-AuthenticationFailure" error has been resolved. Here is a step-by-step guide on how to disable the proxy settings on Windows:

  1. Open the search bar in your taskbar by clicking on the magnifying glass icon. You can also bring it up with the Windows + S keyboard shortcut.
  2. Type in “Internet Options” and click on the first search result.
    Internet options
  3. Switch to the Connections tab once the pop-up window shows up, and then click on LAN Settings.
    LAN Settings
  4. Once in the Local Area Network (LAN) Settings window, make sure that the “Use a proxy server for your LAN” option is not enabled. If the option is enabled, simply click on the checkbox once to make it empty.
    Use a proxy server for your LAN
  5. After disabling the proxy server, click OK and restart your computer.

By disabling the proxy settings, you may be able to resolve issues and errors in Microsoft Store, such as the "PUR-AuthenticationFailure" error. If this solution does not work, you may need to try other solutions to fix the issue.

5. Disable Antivirus Software Temporarily

Antivirus software can sometimes block access to the Microsoft Store, causing the PUR-Authentication Failure error. To check if antivirus software is causing the error, try disabling it temporarily and attempting to download and install updates from the Microsoft Store.

If the error does not occur with the antivirus software disabled, add the Microsoft Store to the list of exceptions in the antivirus software.

6. Enable Microsoft Account Sign-in Assistant Service

If you are encountering the "PUR-AuthenticationFailure" error when trying to install a Microsoft Store app on a computer that is both Azure AD joined and has a Microsoft account, it's possible that the Microsoft Account Sign-in Assistant service is turned off on your device. If this is the case, enabling this service may resolve the problem.

  1. Press the Windows + R keys on your keyboard. This is going to bring up the Run utility.
  2. Type in “regedit” without quotation marks and press the Enter key on your keyboard. This will launch the Registry Editor application.
  3. Use the navigation pane on the left side of the window to reach the following Registry key, or use the address bar and copy-paste the location: HKEY_LOCAL_MACHINE\SOFTWARE\Microsoft\PolicyManager\current\device\Accounts

  4. Locate the "AllowMicrosoftAccountSignInAssistant" key in the right-side panel and double-click it.
  5. Change the Value data to 1 and press the OK button.

For the changes to take place, make sure to restart your computer. Check if you are now able to download apps from Microsoft Store without encountering the error.

7. Switch to a Different User Account

Try accessing Microsoft Store from a different user account to see if the "PUR-AuthenticationFailure" error still persists. If the error is due to a corrupt user profile, create a new account and sign in to see if the problem has been resolved.


In conclusion, the PUR-AuthenticationFailure error is a common issue faced by users while downloading apps from Microsoft Store. However, it can be resolved easily by following the simple steps outlined in this article, such as logging into a different user account, disabling proxy settings, and enabling the Microsoft Account Sign-in Assistant service.

If you have tried all these methods and still face the error, it's best to reach out to Microsoft Support for further assistance. We hope this guide has been helpful in resolving your issue and you can now enjoy downloading and using apps from Microsoft Store.

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